Omnipresent and multipurpose, mobile has become an integral part of the shopping experience at every stage of the purchase funnel—from researching new products and comparing reviews, to completing purchases and sharing with friends. With mobile retargeting, advertisers can retarget desktop visitors as they browse across social networks on their mobile devices or retarget mobile site visitors as they move to desktop computers to research larger purchases. On average, Us advertisers that add mobile campaigns to their existing retargeting drive 123% more clicks and 108% more conversions.1 For brands with a mobile app, it’s also a can’t-miss opportunity to promote app install ads. You can target consumers directly with personalized ads in their favorite apps. Mobile ads and mobile app install ads on Facebook and Twitter are a great way to get started.

Despite the fact that a mobile strategy is a must-have today, there are a lot of challenges that can be daunting for many marketers. While we’ve made a lot of progress with mobile marketing automation, tracking, and reporting, there’s still a long way to go before marketers can definitively say we’ve mastered the medium. The perceived challenges of getting started on mobile, however, shouldn’t inhibit advertisers from taking advantage of the opportunities it has to offer. Mobile is an integral part of the customer’s journey and unlocks powerful reach, scale, and engagement unlike any other channel.

GETTING STARTED ON MOBILE
Here are some ways to overcome common roadblocks to getting started:

  1. If mobile web traffic is low: Optimize your site for mobile screens. Improve page speed by optimizing images, minimizing code, and reducing redirects. Be concise with your titles, descriptions, and navigation tabs.
  2. If mobile reach is low: Enable retargeting on Safari. A majority of US mobile users browse on Safari—primarily on Apple devices. But Safari blocks 3rd party cookies by default. Work with a retargeting provider that allows you to access this large pool of potential customers.
  3. If you’re not sure where to reach users on mobile: Social retargeting is a great place to start. Today’s consumers are more likely to browse social media on mobile devices, and you can easily reach these users by adding mobile ad sizes to existing Facebook or Twitter campaigns.
  4. If you’re struggling with mobile ad creative: Consider the customer’s mindset when they’re on a smaller screen. Simplify copy and designs. Make sure your CTAs are clear about where your ad will take them if they click through.
  5. If mobile isn’t driving conversions: Test simplified landing pages that make it easier for a user to complete a desired action. For example, if someone clicks on a specific product ad, place that item directly into their shopping cart and take them to a checkout page.
  6. If you aren’t tracking mobile conversions: Create a mobile conversion segment for your mobile-responsive site, or place a retargeting pixel on your mobile-optimized site, with a conversion segment corresponding to the mobile URL.